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Consumer Goods & FMCG

AI for consumer brands.

Campaigns ship faster than IT can build for them. Rather than route every request through a queue, the brand, marketing and operations teams build their own AI agents. A century-old company makes agent-building a company-wide skill.

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Deployed in Production at.

A century-old consumer-goods group (Japan): agent-building as a company-wide skill

A century-old Japanese consumer-goods group is using Dify to train 100 in-house AI Agent developers across its business teams by the end of fiscal 2025, with a parallel target of 30+ department-specific agents in active daily operation.

These agents are built on the group's internal generative AI service. Those that automate workflows are owned and managed by the business departments themselves, not by IT.

Leadership is deliberate about the framing: building agents is treated as a capability to spread across all employees — not a specialist skill to be gatekept by IT.

Read the full storyHow a Century-Old Japanese Consumer Goods Group Is Training 100 In-House Agent Builders
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  • 100

    Business-side Dify agent developers

  • 30+

    Department agents in daily operation

  • 130

    Year-old company making agent-building a company-wide skill

  • 8,346

    Employees with access to business-built agents

Source: Dify deployment at a century-old consumer-goods group

“We're not sending the message of cutting time or reducing headcount. We're sending the message of using generative AI to create new time.”
— the group's Executive Officer for Corporate Digital Strategy

Why
This Industry, Why Now.

The constraints

Consumer goods companies run on operational pace. Brand teams ship campaigns continuously, marketing calendars have fixed dates, and the number of SKUs, markets and channels keeps growing.

At the same time, IT capacity is finite and AI requests from the business keep outpacing what development teams can build and deploy.

The result is a growing gap between what marketing and operations teams want to do and what they can actually ship.

The role of AI

For this industry, the shift is not another assistant. It is who gets to build. Non-engineers inside brand, marketing and operations teams can build and run their own AI agents on Dify — without waiting for IT to build it for them, and without IT losing control of the underlying platform.

Patterns We See.

Business teams build their own agents
Instead of routing every AI request through IT, non-engineers inside brand, marketing and operations build their own Dify agents. They define the inputs, connect the data sources they need, and deploy to their teams. IT manages the platform layer and the governance rules. Business teams manage their own application logic.
Marketing content workflows
Multi-step Dify workflows start from a target persona, pull historical performance data, generate content variations across formats and markets, and produce outputs ready for review. The process that once required several rounds of briefing and content production gets compressed into a workflow that teams run themselves.
Internal productivity at scale
Email drafting, meeting minutes, document and policy search, simple OCR pipelines — these are built on Dify by the teams that need them. A small platform team can support a large number of these without each one requiring a development project.

Discuss Consumer Goods & FMCG Workflows with Dify.

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